Building Interactive Creative Solutions MIMA Minneapolis July 2006

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Presentation to the Minnesota Interactive Marketing Association July 2006

Negócios Tecnologia

Creative + User Experience +
Information Architecture + Visual Design +
Interaction Design

Building Interactive Creative Solutions
July 26, 2006

July 30, 2006 Page 2
© 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

Building Interactive Creative Solutions MIMA Minneapolis July 2006

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President Obama recently directed all government agencies to optimize their content for mobile, saying "Americans deserve a government that works for them anytime, anywhere, and on any device." Government has a responsibility to make its content available to all Americans equally. What about your organization? If the government has mandated its agencies to develop a content strategy for mobile, isn't it time you did too? In this session, Karen will discuss why it's important to think holistically about publishing your content in whatever channel or device your customer wants to consume it — and what the risks are in not making content accessible to mobile users. Already convinced it's important? She'll also explain how to get started with your mobile content strategy, defining what you want to publish, what the relationship should be between your mobile and desktop site, and how your editorial workflow and content management tools need to evolve.

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Full transcript available here: https://karenmcgrane.com/talks/adapting-ourselves-to-adaptive-content/ For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.

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For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.

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Web content: it’s the meat in the sandwich, not the icing on the cake. So why does planning for useful, usable content get short shrift in the design and development process? Thinking about the content is always left until the last minute, always thought to be “somebody else’s problem.” Teams are forced into crisis mode at the 11th hour, trying to deal with content that arrives too late, doesn't fit in the designs, or fails to live up to user expectations. In this session, User Experience expert Karen McGrane will talk about why we fail to plan for content, and how everyone involved can help make the process run more smoothly.

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For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.

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Businesses that struggle to maintain their core website are now facing a dizzying array of new challenges. The hungry mouth of social media demands constant feeding. New mobile devices proliferate, and users expect apps tailored for each platform. Creaky and cumbersome content management technology struggles to keep up with the pace of publishing. And internal organisational structures, hiring practices, budgeting processes, and incentive systems don’t fit the realities of modern web teams. In this talk, Karen outlines some of the biggest challenges organisations face in dealing with their content—today, and over the next five years. She explains what matters most for our field, and what we can do as practitioners to fix the content problem.

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Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem. Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system? No content strategy, that’s why. When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.

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Building Interactive Creative Solutions MIMA Minneapolis July 2006

1. Creative + User Experience + Information Architecture + Visual Design + Interaction Design Building Interactive Creative Solutions July 26, 2006

2. July 30, 2006 Page 2 © 2006 Avenue A | Razorfish Inc. All rights reserved. Confidential and proprietary to Avenue A | Razorfish.